Eddie Bauer, one of the earliest tenants at Bradley Fair more than 20 years ago, opened in its new space there on Thursday.
It moved to the 4,500-square-foot former Coldwater Creek space, which is between J. Jill and White House/Black Market.
Molly McWhinnie, a spokeswoman for the Washington-based company, says it was time to switch the store to a new model it’s been rolling out “that just kind of updates and refreshes and clarifies the brand for consumers.”
She says it’s “positioning it more as that outfitter for adventure.”
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The new platform showcases sportswear, outerwear and footwear.
“Basically everything to outfit you from head to toe for your adventure,” McWhinnie says.
She says the store also has a “slightly curated product for consumers in that market.”
McWhinnie says the company has more than 90 years of experience as an outdoor outfitter, but in the 1980s when Spiegel acquired it, there was a shift more to apparel.
A private equity group now owns the company, and McWhinnie says it is “really returning back to our roots.”